Thanks for posting this clever little trick to refresh FB ads. I’ve been using your guide to FB Retargeting and have found it very helpful.

I do have a problem that you may have an answer for. One of our recent ads was getting a phenomenal response, with CTR of 1.5% to 2.5% depending on our targeting, and a cost per lead of $2 to $5, which is really good in our space (we offer marketing training for architects). However, after a few days, FB slowed down our ad exposure or visibility dramatically, as if it thought everyone in our target group would not want to see it a second time (our exposure ratio was just a hair over 1.0). The CTR didn’t change (it stayed high), but our ad budget was barely being used.

I’ve been using their Optimized CPM bidding method since it’s working out great as far as cost per lead, but am wondering if I should switch it to CPC or manual CPM in order to keep these ads running. Any tips for how to get FB to continue serving the ads at the original pacing?

I’m bidding OCPM for conversions. That has worked out pretty well, except for the fact that Facebook acts like it’s run out of people to show the ad to. It doesn’t want to show the same ad a second time (the exposure factor is barely over 1.0). The Reach number was good for about 3 days, then dropped dramatically on the 4th, then plummeted to a very low number after that – it’s barely using 10% of my budget.

Any ideas how I can “force” them (or trick them, or…) to show the ad a second time to my target audience? Or will I just have to wait, and after 7 days or 14 days or some time frame, will it bounce back up?

James –
I tried duplicating the campaign and ads, and it seems that Facebook still “knows” that the ads are the same, and that they have decided not to show them to the same audience more than once in some period of time. I also tried changing to CPC instead of OCPM and that didn’t help. My budget is barely being touched. Perhaps I need to bid higher for my CPC to make them take more of my money??
Eric